根據統計台灣每人一年平均消費355顆雞蛋，在台灣取得雞蛋相對簡單，購買雞蛋的通路十分多種，且同時市場上也有豐富種類的雞蛋，如有機蛋、動福蛋、CAS雞蛋、機能蛋等等。世界各國對於雞蛋的儲存及清洗有著不同的作法規範，台灣推行洗選蛋也行之有年。但2023年因進口洗選蛋的標示錯誤，導致部分消費者轉而購買非洗選蛋。台灣農產市場中，有一部分雞蛋業者推行具有額外營養價值之機能蛋，且受到一部分消費者的親睞。
本研究旨在探討台灣消費者是否會因為雞蛋具有機能性而影響消費者購買行為，又知覺價值及非洗選蛋資訊揭露對雞蛋之機能性與消費者購買行為之間是否具有中介及調節效果。採用問卷為研究工具，以迴歸分析檢驗。以網路方式發放352份問卷，實得有效樣本319份。結果顯示，（一）雞蛋之機能性會正向影響購買意願。（二）雞蛋之機能性會藉由知覺營養來正向影響購買意願（三）非洗選蛋之資訊揭露會負向調節雞蛋之機能性及知覺營養之間的關係。
根據研究結果，非洗選機能蛋之業者，可以透過提升機能性雞蛋的市場需求、強調機能蛋的營養價值並減少揭露非洗選蛋資訊，來增加消費者購買意向。另外，透過敘述性交叉分析，業者也可以根據不同的目標族群來改變行銷策略，如創造地區獨特性、縮小目標族群範圍以提高接受度及黏著度等等。

According to statistics, the average Taiwanese person consumes 355 eggs per year. Obtaining eggs in Taiwan is relatively simple, with a wide variety of purchase channels and a rich assortment of eggs on the market, such as organic eggs, animal welfare eggs, CAS eggs, and functional eggs. Different countries have varying practices and regulations for egg storage and washing, and Taiwan has been implementing washed and graded eggs for years. However, in 2023, due to incorrect labeling of imported washed and graded eggs, some consumers turned to purchasing non-washed eggs.
In the Taiwanese agricultural market, some egg producers are promoting functional eggs with additional nutritional value, which are favored by a portion of consumers. This study aims to investigate whether Taiwanese consumers' purchasing behavior is influenced by the functionality of eggs, and whether perceived value and information disclosure about non-washed eggs have mediating and moderating effects on the relationship between egg functionality and consumer purchasing behavior.
A questionnaire was used as the research tool, and regression analysis was employed. 352 questionnaires were distributed online, and 319 valid samples were obtained. The results show that: (1) The functionality of eggs positively affects purchase intention. (2) The functionality of eggs positively affects purchase intention through perceived nutrition. (3) Information disclosure about non-washed eggs negatively moderates the relationship between egg functionality and perceived nutrition.
Based on the research results, producers of non-washed functional eggs can increase consumer purchase intention by enhancing market demand for functional eggs, emphasizing the nutritional value of functional eggs, and reducing the disclosure of information about non-washed eggs. Additionally, through descriptive cross-analysis, producers can adjust their marketing strategies based on different target groups, such as creating regional uniqueness, narrowing the target group range to increase acceptance and loyalty, and so on.

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